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| Jul 21, 2015

Digimarc Survey: 88 Percent of U.S. Adults Want Their Retail Checkout Experience to be Faster

by Jul 21, 2015
  • Nearly 45 percent of consumers who avoid self-checkout do so because of technical or barcode scanning difficulties
  • 61 percent agree clerks focus most on scanning items and less on finding out if they’re satisfied
  • Findings indicate consumers want to scan product packaging with their smartphones to learn more
  • Download the Infographic

Beaverton, Ore. – July 21, 2015 – An overwhelming majority (88 percent) of U.S. adults want their store checkout experience to be faster, according to a study conducted online by Harris Poll and commissioned by Digimarc Corporation (NASDAQ: DMRC) this month. In particular, a combined 50 percent name slow checkout speeds and long lines as their top grievances. Digimarc has developed an effective means to address these pain points and other areas of opportunity revealed in the survey to boost shopper satisfaction.

“Checkout is the last opportunity a retailer has to make a positive impression on a shopper,” said Larry Logan, Chief Marketing Officer, Digimarc. “Asking customers to endure a lengthy wait to process and pay for their order can spoil what may have otherwise been an enjoyable shopping experience. Retail leaders can make critical gains in perceived value, customer satisfaction and loyalty by selecting Digimarc Barcode to reduce scanning inefficiences and enable faster checkout speeds.”

Adding to a shopper’s dissapointment upon checkout is a lack of quality human interaction and perceived gratitude. A majority (61 percent) agree that clerks focus most on scanning items and less on finding out if they’re satisfied. And a large group (30 percent) say they feel like a burden to the clerk and other customers when they have a full cart.

The survey also suggests that self-checkout (which nearly three quarters have avoided) could be more appealing if technical problems were reduced. Of those who avoid self-checkout, forty-three percent cited technical or barcode scanning difficulties as reasons they avoid the self-checkout lane.

Digimarc® Barcode allows retailers and brands to encode existing barcode data invisibly and repeatedly over the surface of packages and labels, dramatically improving ease, reliability, and speed of scanning by point of sale (POS) scanners, smartphones, tablets and other devices equipped with Digimarc software. With the entire package scannable, POS systems can quickly identify the product regardless of how the cashier orients the item in relation to the reader, paving the way for shorter lines, better customer service and improved margins.

The survey also shows that many consumers would like to use smartphones to scan packaging to get additional product information. This is consistent with the findings from a recent Cisco Research Report showing that 73 percent of shoppers said they would scan products for special, customized offers and promotions in the store.

Digimarc Barcodes deliver this capability, enabling retailers and brands to engage with shoppers. Using the free Digimarc Discover mobile application (iOS/Android) or any one of the increasing number of Digimarc-enabled mobile applications on their smartphones and tablets, shoppers can scan and save recipes and shopping lists as well as learn more about products and redeem special offers. For retailers and mobile app developers, Digimarc’s scanner software development kit (SDK) provides the tools to deliver faster, more accurate scanning and support for multiple mobile engagement approaches. The SDK enables support for 1-dimensional barcode, 2-dimensional barcode, QR code and Digimarc Barcode recognition. A recent DigitasLBi Connected Commerce study confirmed smartphone use in the store is on the rise, increasing from 72 percent in 2014 to 85 percent in 2015.

Visit to learn more about how to vastly improve your shoppers’ checkout experience.

This survey was conducted online within the United States by Harris Poll on behalf of Digimarc from June 12-16, 2015 among 2,079 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact

About Digimarc
Digimarc Corporation (NASDAQ:DMRC), based in Beaverton, Oregon, is the inventor of the Digimarc® Barcode. The Digimarc Barcode enables industrial scanners, smartphones, tablets, and other computer interfaces to reliably, efficiently and economically identify traditional barcoded items, along with many other media objects. Digimarc Barcodes are imperceptible to humans and do all that visible barcodes do, but even better, and can be applied to virtually all forms of media. These remarkable capabilities have allowed Digimarc and its business partners to supply a wide range of patented consumer engagement, media management, and security solutions across multiple consumer and government industry sectors. Digimarc owns an extensive intellectual property portfolio with patents in digital watermarking, content identification and management, media object discovery, and intuitive computing more generally. Digimarc develops and delivers solutions, licenses its intellectual property, and provides development services to business partners across a range of industries. For more information and the latest news, please visit and follow us on Twitter @DigimarcCorp.

About The Harris Poll
Over the last 5 decades, Harris Polls have become media staples.  With comprehensive experience and precise technique in public opinion polling, along with a proven track record of uncovering consumers’ motivations and behaviors, The Harris Poll has gained strong brand recognition around the world. The Harris Poll offers a diverse portfolio of proprietary client solutions to transform relevant insights into actionable foresight for a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer packaged goods. Contact us for more information.





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